Includes bibliographical references and indexes.

Contents: Marketing's value to consumers, firms and society -- Marketing strategy planning -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing marketing environment - Final consumers and their buying behavior -- Business and organizational customers and their buying behavior -- Improving decisions with marketing information -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Retailers, wholesalers and their strategy planning -- Promotion - introduction to integrated marketing communications -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Developing innovative marketing plans: appraisal and challenges -- Apendix A: Economics fundamentals -- Appendix B: Marketing arithmetic -- Appendix C: Carreer planning in marketing.